Driving successful launches through the proper implementation of internal alignment. White Paper #4.

White paper #3 looked into the four key pillars to Launch Marketing, this white paper looks into how to overcome one of the biggest challenges in Launch Marketing success.

According to the Launch Marketing Report: The Marketer’s Perspective,  product and brand launches fail due to three main reasons:

  • Lack of internal alignment.
  • Slow internal processes.
  • Ineffective marketing comms.

In this White Paper, we aimed to tackle the lack of internal alignment and how this can be overcome regardless of not only company size but company mindset. It appeared that the role of innovation such as whether to in-source, out-source or crowdsource within an organisation also has an enormous impact on how effectively the company can implement it.

One of the biggest reminders is that product launches do not happen overnight so why would your internal alignment? There are some key case studies in the white paper of how companies have overcome this barrier to achieve success.

The council members included representatives from the National Trust, Godiva Chocolatier and Diageo with two differing and insightful case studies from Niall at Dragonfish and Manuela at Danone. We thank all the members for being involved and look forward to the next one.

This white paper was produced with the help of 9 panellists: